Danone – Evian

Product profile and benefits: The profile of this product is sold as a beautiful persons drink,
coming from the mountains make this drink pure, therefore relating to the audience purity. This
fact comes from the Logo on the bottle which is known globally and seen as seducing the
audience through the use of caring for the economy. However even those this may seem
beneficial to the audience, having a fresher and purer water means that there is more fuel for
transport, making the whole idea of being environmentally friendly go out the window.
Product status: The product status of this bottle of water would defiantly be seen as a novelty
product because anyone could just fill up another bottle with tap water. There is also cheaper
bottles of water that would taste exactly the same. Therefore, in this scenario people are just
buying into the brand because it creates a good image for the person carrying it.
Brand Strategy: This drink has a unique brand communication for example, with the slogan
“naturally pure and mineral-balanced water supports your body’s youth” the “Live Young” global
advertising campaign was launched in July. This advert was nothing like the other bottled water
campaigns therefore dramatically stood out and made people intrigued and buying the product.
Having this brand was completely new from the orignal profile of pure and relaxed, now there is
break dancing babies. They have also had an annual customized design since 2008 making their
water effectively different from any other. However even though this could be seen more
successful, people who were buying the product for its purity and freshness have lost this idea.
This could put old users off and consequently stop buying it.
Product portfolios: The original product portfolio would be seen as like said, untainted and
clean coming from the mountains but when research is done, it is made clear that this is not the
case. The water actually comes from Lake Geneva which could be considered contaminated and
dirty water. Even though this would never be looked upon by a customer the idea that the
product is misleading makes you wonder what else they are being un truthful about.
Competitive environment: Now with the companies whole new idea and branding of the
product the competition is for the other companies to catch up with them. People feel so invited
and involved with their advert that the well-known competition for Evian has slipped away while
Evian make their big hit. All in al the competition between each company is never really going to
alter because they are all trying to make the most out of the same thing. This makes competition
regular and constant depending on any big breaks or falls in the industry.
Business strategy: The company’s business strategy is very detailed. When they started as a
company, they made sure their water source was protected and had a clear understanding of
how the carbon foot print could affect sales or campaigns. When they found this the made sure
they joined in re forgetting to show the audience that they were doing something for the
environment in return for making plastic PET. Now that their carbon foot print has come down
to near the least it is ever going to be, they are now in the process of transporting to outside the
EU. This shows that the companies main business strategies is that the more environmentally
friendly they are, the more products they are going to be able to sell and make.
Pricing strategy: At the moment for a small bottle of Evian, it costs 84p, this is seen as quite
expensive in bottled water because companies that sell basic like CO-OP sell for 69p per big
bottle. This pricing could be considered to show the quality of the water and not just paying for
the packaging and trying to get a bit of profit. This is the same as water such as highlands and
Perrier, this shows that the cost of something isn’t just for the money but for the fact that people
are willing to pay more for the best of the best, so running along side this would be Evian.
Target Markets:  The target market would be of all ages but could be considered to suit people
with a higher discretionary income to be able to afford the higher pricing. It would also be
known for people with a lively, healthy and active lifestyle, who care about the environment and
what they are buying into. This is because the water being based on purity and healthiness of the
mountains and that they take it from the rivers of the mountains so that nothing has to be
changed to water, it is already clean and not contaminated with chemicals that could affect a
healthier lifestyle or diet. 
Marketing Strategies – tools and techniques: Their main marketing strategies are based
on the whole idea of being pure. They also have other companies that use the same logo and
name. Doing this makes other people aware of the water without even seeing the bottle. They
attract people to their product through places such as the gym and fitness and health centres.
This means that the product is always going to be reaching the correct demographic audience

https://www.ukessays.com/essays/marketing/marketing-plan-for-indian-bottled-water-company-
marketing-essay.php

Say you’re starting a new, upscale retail business, PR will send influencers or
bloggers an invite to the store opening in the hopes that they write about it, post
pics on their Instagram, etc.

The key here is that there is no obligation for the event invitees to write about the
store opening. You are earning exposure with organic posts.

Influencer Marketing

Influencer marketing is responsible for engaging with and promoting a brand’s

products to influencers.

This usually entails a strategic and paid transaction where the influencer gets
something in exchange for their media contributions.

Let’s use our retail business example from above. The person responsible for
influencer marketing will reach out to a few strategic influencers and offer them
the opportunity to promote your opening. The influencers agree to post 3
Instagram image and write one, 1,000-word review of the store on their blog.
With influencer marketing, you can usually dictate the direction you would like
 them to focus on, provide branded hashtags, etc. They must also disclose that
they were paid to post on your behalf. This is paid exposure.

Most PR Plans follow the same basic format:

1. Overview
An executive summary of the marketing challenge you’re facing that the PR
campaign is designed to help you meet.
2. Goals
What you want the PR campaign to achieve for your firm.
3. Strategies
The methods by which you will achieve your goals.
4. Target audiences
The types of people you want to reach.
5. Key target media
The specific publications and programs toward which you will direct your PR
efforts.
6. Recommendations
Which PR tactics you will use; other ideas you have; and the theme, hook, or
angle for each tactic.
7. Next steps
An action plan for who does what and when.
Check out this sample plan for Public Relations For Dummies, 2nd Edition:

 Overview: To create mass media exposure for yet another how-to

business book, with a distinct challenge: to get the press to write about
how to get press.
 Goals: As a result of mass media exposure, this book becomes a
bestseller.
  Strategies: Add a creative and newsworthy element to the book, which
adds an enticing reason for journalists to cover it, beyond the value of the
content.
 Target audiences: Primary audience: entrepreneurs and owners of small
and mid-size businesses who want to incorporate public relations into a
marketing program. Secondary audience: experienced PR professionals
who have a continuing desire to look at PR in different ways.
 Key target media: Lifestyle and business print publications, radio talk
shows, morning TV talk shows, television and radio news.
 Recommendations:
o Hide a clue within this book. The first person to find the clue gets a
prize: an opportunity to pick the author’s brain for one hour. The clue
is a cell phone number in the 917 area code.
o Send book to reviewers at major publications with personal notes
from author Eric Yaverbaum.
o Look for a breaking story for which the press would be interested in
the opinion of a PR expert and approach as “author of Public
Relations for Dummies, 2nd Edition.”
 Next steps:
o Assign a writer to write press materials.
o Clear creative concept with publisher.
o Creative brainstorm to determine logistics of stunt: how to hide clue,
deliver prize, and so on.
o Develop targeted media lists.
o Set up initial call with publicity department at publishing house to
clearly establish who’s doing what.

Employing Important Public Relations

Principles
Public relations (PR) is all about getting noticed. When you’re planning your PR strategy,
the whole idea is to get customers talking. Keep these key issues in mind to get you or
your company noticed:

 You have to be different. Conventional publicity strategies get lost in the noise.

You have to find a creative way to stand out from the crowd and get noticed.

 Publicity should help you reach your market objective. Getting publicity is fun,
but it’s a waste of time and money if it doesn’t help you achieve your marketing
objectives. If getting on the front page of The Wall Street Journal doesn’t help you
make more money or increase your firm’s market share, it really isn’t worth the
trouble.

 You don’t have to have media contacts to get big-time publicity. You don’t
have to know Joe TV star to get on his TV show; you just have to come up with an
idea that will interest his producer.

Manage the Media with Public Relations

Fundamentals
In the world of public relations (PR), finding the media outlets to send your press releases
and other PR materials to so you can reach your target audience is crucial. Do your
research, think expansively, and stay connected to the media with these tips:

 Build a personal contact file. Keep at it until you have a list of at least 100 media
contacts who know you personally and take your call when you have a story you
want to publicize.
 Follow up. Call everyone to whom you send your press release — several times
each, if necessary. Do this and you will get coverage.
 Become the “go-to guy.” Show the press that you’re the one to call for expert
interviews in your particular field. For example, Alan Dershowitz is the go-to guy
for law.
  Don’t limit yourself. Broaden your outreach. A CEO reads Forbes, but he also
watches the evening TV news.
 Offer an exclusive. If it’s important for you to get into a particular publication,
offer the editor an exclusive on the story (meaning you won’t send out a press
release to other media until that publication has run it first).
 Go where the cameras already are. Instead of trying to get media to cover your
event, make noise at an event they’re already covering. Domino’s Pizza gets
national TV coverage by bringing free pizza to the post office on April 15 to feed
last-minute taxpayers standing in line.
 Media are not interested in you or your product. They care only whether your
story will interest their readers or viewers.
 Remember: Media are your customer. They are buying stories, and you
are selling. Meet their needs, and they will run your stories.